1. 1. an overview of STORY WORLDWIDE 2
2. 2. an overview of STORY WORLDWIDE 3 EVOLUTION OF AN AGENCY FOUNDED 1999 as the first and only content unit of IPG CONTENT COUNCIL founder in 1997 CONTENT MARKETING INSTITUTE founding member IDEA Create and distribute brand content across all media channels PEOPLE 100+ talented people OFFICES New York, Seattle & London Known as The original digital-first content advertising
3. 3. The only way to reach audiences is to create content that is ENTERTAINING, INFORMING AND ENGAGING. OUR GUIDING PRINCIPLE.
4. 4. 5 SO WHAT DOES CONTENT ADVERTISING REALLY MEAN?
5. 5. 6 BRANDS MUST BECOME PUBLISHERS LITERALLY.
6. 6. 7 AND THEY MUST EARN THEIR AUDIENCE VS. BUY THEIR AUDIENCE.
7. 7. 8 The broad goal is to own the conversation around sleep [Well] be producing journalism, not marketing. May 4, 2015
8. 8. YOU DONT NEED A DOZEN AGENCIES IN YOUR ROSTER TO DO THE ONE THING THAT TRULY MATTERS 10
9. 9. WE ARE THE AGENCY OF EVERYTHING BUT ONLY BECAUSE WE FOCUS ON ONE THING: FINDING AND TELLING YOUR UNIQUE STORY. 11
10. 10. THIS IS WHY BRANDS THAT TELL THE BEST STORIES 12
11. 11. THEY FIND A NARRATIVE THAT ONLY THEY OWN A DIFFERENTIATING SPACE THAT NOBODY ELSE CAN CLAIM AND THEN BUILD ALL COMMUNICATIONS AND CONTENT AROUND THAT CORE. 13
12. 12. 14 THIS INTEGRATION IS THE FUTURE OF .
13. 13. 15 SO HOW DO YOU FIND YOUR CORE STORY?
14. 14. - Its NOT a tagline or product descriptor - Its NOT external-facing - Its NOT what youll tell your customers Its the emotional and rational heart of your brand and all your messaging. It is the single, unified thought that should be apparent in every brand communication. It is the core narrative you want to deliver in every story FIRST, UNEARTH YOUR STORY PLATFORM
15. 15. 17 SEEING THE STORY PLATFORM IN ACTION:
16. 16. BEECH-NUT Transforming the #2 baby food provider with an emotional appeal towards mothers
17. 17. BEECH-NUT. CHALLENGE: Walk away from the discredited category and reinvent Beech-Nut as the clear natural choice to nourish babies with healthy food in a crowded competitive fieldan effort that required an entirely new brand identity. SOLUTION: An integrated, disruptive, story- based campaign that positioned the new foods not as baby food, but as real food for babies, just like mom makes at home.
18. 18. BEECH-NUTS AUTHENTIC STORY PLATFORM: WILDLY HONEST FOOD FOR LIFE
19. 19. WE BEGAN BY ENCAPSULATING BEECH-NUTS EMOTIONAL HEART TO CREATE AN AUTHENTIC NARRATIVE
20. 20. TELLING THE AUTHENTIC NARRATIVE THROUGH WEB
21. 21. CONNECTING WITH MOTHERS THROUGH NATIONAL BROADCAST
22. 22. PRODUCING EDUCATIONAL FILM CONTENT
23. 23. FOSTERING CONVERSATIONS THROUGH A CONTENT HUB
24. 24. SIMPLE, YET POWERFUL PRINT EXECUTIONS
25. 25. Website Monthly Increase after redesigned site launched Facebook engagement growth from April (campaign launch) to September 2014 Organic Facebook posts garner an 8% engagement rate (Industry Benchmark is 1%) Percentage of Mobile traffic since campaign launch72% 168% 205% 8% Beech-Nut Success Story
26. 26. Dismiss the intermediaries Own the audience yourself Dont interrupt your audience Engage your audience with valuable content that intersects the needs of the brand and the audience Encourage them to share your contagious brand stories Once you start, you can never stop! IN THIS CONTENT ADVERTISING WORLD, THE MOST EFFECTIVESTRATEGY IS: 28
27. 27. 29 THINK FAST WHATS YOUR BRANDS STORY?
28. 28. Simon Kelly CEO & Chief Enthusiasm Officer Story Worldwide THANK YOU!